Black-Owned Period Panty Company, Ruby Love, Secures $15M Investment

Isheka N. Harrison
Written by Isheka N. Harrison

Every woman knows what it’s like to feel uncomfortable or embarrassed on her period. Whether it’s the physical symptoms, paranoia about having a public accident, dealing with limited wardrobe options, or staying home to avoid all of the above, periods can affect a woman’s peace of mind.

In 2015, Ruby Love came on the scene to change that. Now the Black-owned, ‘femtech,’ e-commerce period apparel company has secured a $15 million investment from The Craftory, reported Black Enterprise.

Ruby Love
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According to the press release announcing the investment, Ruby Love did $300,000 in sales its second year and $10 millions in sales its third year. In exchange for its investment, The Craftory will acquire an undisclosed stake in the business. The initial Series A funding round was for $8 million.

Considered a pioneer in femcare and period apparel, Ruby Love sells leak-proof panties, swimsuits, active wear, loungewear, double sided-pads and monthly product bundles.

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Products are said to have an “intuitive design technology featuring a discreet, built-in absorbent organic cotton liner, perfectly angled to collect your flow, offering maximum absorption and protection against leaks and stains.”

Formerly known as PantyProp, Ruby Love was founded by Crystal Etienne after she grew frustrated with the limited feminine care products on the market. With only $25,000 Etienee began her journey into the femcare space.

“I founded the brand in hopes that period issues be consigned to history, and I am excited to continue the growth of the company with the help of the team at The Craftory,” Etienne said in a statement. “Their support means that my vision for Ruby Love – to deliver confidence to women, whatever time of the month – can continue to be a reality.”

To learn more about Ruby Love, visit them online at